"multi-year endorsement contract" that sees footballer Lionel Messi as the new face for FIFA, beginning with FIFA Street in March next year.
This also means Messi will become an 'EA Sports Football Ambassador', and used in all marketing campaigns for the series. They'll also be supporting the Leo Messi Foundation.
Lionel Messi received the FIFA Ballon d’Or 2010 award for being the top footballer around the globe, and was the UEFA Champions League Top Goal Scorer for the past three years.
"Our FIFA franchise is the number one selling sports videogame franchise in the world, and Lionel Messi is the number one player in the world, so this agreement is a true partnership of superstars,” said EA Sports' Matt Bilbey.
“With Messi on our team we have the world’s best and most exciting player to help EA SPORTS maintain its global leadership in the years ahead.” Messi plays for FC Barcelona and is just 24 years-old and has scored over 200 goals in all competitions, and currently resides 2nd among Barcelona's all-time leading goal scorers.
“I want to be part of the team behind the best sports football game in the world and be associated with the great EA SPORTS name,” said Messi. “EA SPORTS is a brand that shares my values of creativity, excellence and social responsibility.” FIFA Street 12 will be his cover debut which releases on Xbox 360 and PS3 in March, 2012.